Ford UK partnered with the British Deaf Association to demonstrate how the new hands-free assisted driving technology can help the deaf community, in a commercial. This commercial utilizes the social media trend of deaf people doing British Sign Language covers of popular songs online. The song Ford usues in the commercial is Express Yourelf by British musician, Labrinth.
By catering an advertisement towards the deaf community, Ford is highlighting that it cares for differently abled people, catching the attention of the deaf community and other marginalized communities. The inclusive move showcases Ford as a brand that cares. This creates brand loyalty with its existing consumers and creates brand awareness, bringing in ew consumers, ultimately boosting sales.